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6 Tricks That Helped Me Triple My SaaS' Growth ...

6 Tricks That Helped Me Triple My SaaS' Growth Rate

Talk given at Microconf 2014

Brennan Dunn

April 15, 2014
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Transcript

  1. I’M A SOLOPRENEUR •Planscope (SaaS) •“Double Your Freelancing Rate” (Book)

    •“Sell Yourself Online: The Blueprint” (Book) •The Freelancers Guild (Membership Site / Course) •Consultancy Masterclass (Workshop) •The Business of Freelancing (Podcast) •Freelancers Weekly (Newsletter)
  2. LET’S TALK ABOUT 6 THINGS YOU CAN DO TO SPEND

    MORE TIME WITH THESE PEOPLE* * Your goal will (and, uh, should) be something other than the three people displayed to the right :-)
  3. RETARGETING IS MORE THAN JUST CONVERTING VISITORS • Invitation to

    join the founder for 1-on-1 onboarding • RSVP for an upcoming webinar or mastermind • Videos or blog posts of success stories or usage guides • Product updates • Compliment and reinforce your trial lifecycle communication
  4. “I own a development consultancy, and we bill $10,000 a

    week.” Lifecycle emails “When I ran my consultancy, I…” Onboarding Sample project with development-y tasks, rate of $10k/week In-app Messaging Reporting verbiage, button labels, etc.
  5. FURTHER WAYS TO INDIVIDUALIZE • Listed in a 3rd party

    integration marketplace? You have referrer data — auto-default to linking with the referring tool. • Create specialized landing pages for each persona. “I run a 20 person agency… there’s no WAY a tool that works for freelancers could help me.” • Figure out how, why, and where they first showed up on your site, and profile them for later. (<— Master-level)
  6. PEOPLE WHO BUY PLANSCOPE USUALLY… •Have created a project •Have

    invited a client to join their project •(Team accounts) Have invited their team members •Have integrated with a 3rd party invoicing app •Have logged 20+ hours of time
  7. “Click this button. Now enter a price in here. Then,

    click…” “Here are some tricks you can use to help you win this new project…” VS
  8. SCREENSHOT OF CUSTOMER.IO EMAIL “You’ve just created your first estimate.

    My goal with this email is to help you raise the likelihood that your client will accept it 2-3x.”
  9. PRODUCT ENVIRONMENTAL • Doesn’t do X • Too confusing to

    get setup • Too expensive • It kept breaking • My client wouldn’t use it • My team wouldn’t use it WHY DO PEOPLE CANCEL? • I got a job! At GitHub! • We stopped consulting • I wasn’t using it* • I ran out of client work* • Went out of business*
  10. TAKEAWAY People are at the high water mark of their

    emotional entanglement with your product when they cancel.
  11. Reacquire Traffic Segment Trials To Personalize Score To Learn &

    Optimize Enrich The Whole Customer Discover Why People Cancel Increase LTV Increase Visitor -> Trial Increase Trial -> Activation Increase Activation -> Paid Increase Activation -> Paid Increase Activation -> Paid Decrease Churn Decrease Churn
  12. Reacquire Traffic Segment Trials To Personalize Score To Learn &

    Optimize Enrich The Whole Customer Discover Why People Cancel Increase LTV +1% Visitor -> Trial +15% Trial -> Activation +7% Activation -> Paid +7% Activation -> Paid +7% Activation -> Paid Decrease Churn Decrease Churn